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In numerous respects Chanel no. 5 is a mythical product of French perfumery. Ninety years after it was created, it remains one of the best-selling perfumes in the world. The reasons for such long-lasting success are worthy of analysis. To do so, the communication of the perfume, and the adaptation of its particularly malleable image were studied over a forty year period. Twelve television advertising campaign films produced from 1973 to 2012 were studied to highlight the discourses and “motifs” favoured by the brand. The explanations given by the brand itself for the success of its no. 5 were investigated to emphasize the success factors of the perfume. The first of them was the choice of an abstract noun as a form of strong symbolism that was likely to accompany the perfume for decades and to evolve over time. In addition, it was able to construct an intricate image, capable of integrating any “motif”, of which only the most relevant are allowed to remain over time.